Getting a distributorship to carry your company's product is a relatively simple task, but there are a number of nuances that complicate what should be a simple issue. Small businesses need to have realistic expectations when it comes to securing distributors since some distributors will require a minimum volume of product that is more than the small business can produce to make it work their while. To that end partnering with a larger production firm may be necessary in order to secure larger contracts. Starting small with regional mid-sized distributors is a good way to build the credibility necessary to generate interest in a large scale production partnership.

Prepare a presentation that highlights the positive attributes of your product. The presentation will illustrate why the distributor should carry your product, a rough estimate of how much money they stand to make and how it will serve their company's client base. A well-constructed PowerPoint presentation combined with a speech works well for in-person visits.

Visit a potential distributor's company website. While it's all right to have a generalized pitch presentation, carefully exploring a potential distributor's presence online provides useful information as to what that distributor is looking for. Read their mission statement if it's posted; often the mission statement will give crucial hints about how that distributorship is managed, allowing your company to tweak the presentation to anticipate and address questions that individual partner may have.

Contact the company. Start with a telephone call to the distributorship's product acquisition representative. If it's difficult to make contact over the phone, send a letter of query by e-mail to the appropriate representative or to the general inquiry e-mail address as listed on the company's website. Wait a few days and see if there is a reply; if there isn't one, feel free to send a letter of query via traditional mail and move onto other prospective distributors in the meantime.

Once a line of communication has been established with the potential distributorship partner, offer a free item they can use to test your product against their standard of quality. When a distribution business carries a product, it becomes an extension of their reputation and must therefore be something they can sell to their customers with confidence. Standing behind your own product enough to provide a free sample and test it demonstrates that your business is on the up-and-up. If the company was pleased with the free sample or if they offer an invitation, send a company representative to make the final pitch in person.

Offer a proposed term sales contract. Consult with a lawyer to ensure that the contract is valid before offering it to the distribution partner. Some distributorships will offer their own contract, in which case consult with a lawyer to ensure that the terms offered are favorable to your company before accepting.

Things Needed

Presentation software

Word processing software

Term sales contract

Product sample

Tips

Video presentations take the place of an in-person representative for smaller companies unable to travel; however, having a company representative to meet with the prospective distributor shows that your company values the potential partnership.

Remember that not all distributors are created equal. Distributorships with a larger regional market share are more lucrative customers and should be approached first, assuming your business has the production capacity to meet their needs.

Warning

Practice giving the presentation and polish the visuals before meeting with the distributor, since representatives only have one chance to make a solid first impression.

About the Author

Daniel R. Mueller is a Canadian who has been writing professionally since 2003. Mueller's writing draws on his extensive experience in the private security field. He also has a professional background in the information-technology industry as a support technician. Much of Mueller's writing has focused on the subjects of business and economics.